An AAAS–Hokkaido University seminar explored why it is important for research to be communicated, understood, and shared within and beyond the academic community, and how this can be achieved over a two-day program.
A captivated audience of researchers, students, research administrators, and public relations professionals gathered at Hokkaido University on 14-15 May 2026, in person and with many joining online. On the first day, they listened closely, leaning just slightly forward, as Brian Lin, an expert science communicator and director of EurekAlert!, spoke with enthusiasm, explaining the many reasons researchers should actively communicate their work beyond academia.
The session marked the opening of a two-day program on the theme “Enhancing the Global Visibility and Impact of Your Research,” organized in collaboration with the American Association for the Advancement of Science (AAAS), which is the publisher of Science family journals. Attendees were united by a common understanding that producing high-quality research is no longer sufficient in itself; visibility and communication are equally essential in today’s global research ecosystem.
Drawing on his experience with EurekAlert!, an online platform launched by AAAS in 1996 to distribute research news to journalists and the public worldwide, Brian illustrated how strategic communication can significantly extend the reach and impact of scientific work. Today, EurekAlert! is visited millions of times a year and has become a trusted resource for journalists seeking credible and timely insights into the global research landscape.
What should researchers expect when engaging with the media? This was among the key questions explored, along with a look at the range of communication channels now available and the importance of tailoring messages for public audiences without compromising scientific integrity. The session also provided practical insights that encouraged researchers to think more proactively about how their work is shared and understood.
The program then moved on to Hokkaido University’s efforts in science communication and in bringing the work of its researchers to a global audience, particularly through English-language press releases. Drawing on recent examples and institutional insights, Megha Kalra, a science communicator at the Public Relations & Communications Division, offered a closer look at the university’s communications and public relations work, and how structured strategies are helping the team strengthen both visibility and impact.
This was followed by a lively discussion and Q&A on media engagement, effective storytelling, and the tools available to communicate research more effectively. Conversations continued into the evening networking session, where ideas and connections continued to be exchanged.
On the second day, the focus broadened from communication to the larger themes of open science and research collaboration. It began with an introduction to Hokkaido University’s J-PEAKS initiative by Professor Takayuki Watanabe, which aims to advance regenerative and sustainable food systems while building a globally connected research ecosystem.
Left: Associate Professor and Advisor to the President Takayuki Watanabe explaining Hokkaido University’s J-PEAKS programs. Right: Dr. Kosui Horiuchi, Integrated URA Office, hosting the session
Open science is an increasingly significant topic in today’s scientific world, and it was explored in depth in a talk by AAAS’s Bill Moran, Publisher of the Science family of journals. He spoke about the organization’s publishing priorities in maintaining editorial quality. He also introduced the AAAS publishing framework, explaining what it means to prioritize quality in an evolving publishing environment crowded by commercial publishers. He then addressed less frequently discussed aspects of publishing, including article corrections and retractions, emphasizing their role in maintaining scientific integrity.
Roger Goncalves, Associate Director, International, Science family of journals, then provided a broader overview of the range of services offered by AAAS to support the scientific community. He emphasized that even outstanding research can remain underrecognized without effective dissemination, and outlined how AAAS supports the community through initiatives spanning custom publishing, meeting operations, and award recognition.
The two-day program concluded with participants having gained a broader understanding of science communication and open science, along with practical tools they can apply in their own work. This is especially relevant in today’s world, which is increasingly shaped by complex challenges, and the ability to communicate science and research clearly and effectively may no longer be optional.
After the seminar, the guest speakers from AAAS exchanged ideas with the Executive Vice Presidents of Hokkaido University, Tsuyoshi Setoguchi and Mayumi Ishizuka, on enhancing research visibility in the global community, reflecting on the sessions from the two days.
The seminar was jointly organized by Naoki Namba, Public Relations & Communications Division; Takayuki Watanabe, J-PEAKS Planning and Operations Office; and Shingo Tanaka, Integrated URA Office at Hokkaido University, as part of the 150th Anniversary Commemorative Events.
Written by Megha Kalra; photos by Ayumi Hasegawa,
Public Relations & Communications Division